Unique Selling Propositions
New authors are shaking up the publishing industry by devising innovative ways to sell their books
- Endorsement deals When former Infosys manager, Ravinder Singh, wrote his first book, I Too Had a Love Story, he approached the popular matrimonial agency shaadi.com for a tie-up, which sent his sales soaring
- Free Samples Weeks before Amish Tripathi’s Immortals of Meluha hit the bookshops, he printed sample copies of the first chapter and persuaded bookshops and chains to give them away free to anyone who approached the cash counter, creating a buzz
- YouTube Several first-time authors engage ad professionals to make a trailer based on their book and load it on YouTube, resulting in hits and awareness by the thousands
- Social media Authors proudly flaunt websites, Facebook and Twitter accounts, encouraging readers to contact them directly. Not only readers’ queries, but even their complaints are dealt with directly by the authors on a daily basis
- Display Unlike in the West, bookshop display space is not yet sold, but a personal relationship with the man at the cash counter always helps. Amish persuaded some bookshops to display his poster over the cash counter.
- New Outlets Going to small towns, bus stops and railway stations and even newspaper vendors in remote corners of the country has helped sales of books enormously, especially when they are priced low
- Online bookshops Buying books online on sites like Flipkart and India Plaza have done away with old ways of distribution. Pre-orders of forthcoming books are large enough to decide size of print run.